Women Meat Pioneers, 1943


The new "Pioneer Woman" in MEAT. It sounds like the name of a Damien Hirst work, but it's an advertisement from the 1 November 1943 issue of LIFE magazine. John Ptak says: "This ad is innocent enough: it was simply encouraging the modern housewife to go adventuring into cuts of meat that had been deemed unacceptable before rationing and the war, which brought about a meat drought." Women Meat Pioneers, 1943


  1. I think it was ”Meatless Wednesday” or maybe tuesday, but I remember one day a week was supposed to be meatless.

    Oh, the horror of war, the horror…

  2. I have a more than a few crude, not-so-witty puns running through my head.

    I wonder if the finacial fuckup we’re all enduring will have a huge impact on diet, specifically things like meat and dairy that most people in places like the US and Australia eat way too much of.

    It’d be nice to think that one of the positive things to come out of alot of people’s finacial downturn would be a “better”, more responsible diet. Help fix things like heart disease, obesity and the carbon footprint of our food.

    Either that or we’ll just stop upsizing out Mcvalue Meals with that extra $0.50.

  3. Is the “new pioneer woman” here called that in contrast to the pioneering American “colonists” of the west/midwest in the early 1800s? Imagine a time when advertisements try to inspire you by comparing you to those people. It seems like a giant gap! Yet the advertising feels so modern. HURRY SINGULARITY. :O

  4. #3:

    “It’d be nice to think that one of the positive things to come out of alot of people’s finacial downturn would be a “better”, more responsible diet”

    Good food (say, organic, locally grown zucchini) is expensive. Junk food, on the other hand, has a high calorie-per-dollar ratio.

    Note the amount of junkfood at the low end of the scale here:


    Donuts and chips are cheaper, per calorie, than broccoli. In the face of economic pressure, many people’s diets will probably get worse, not better.

  5. It’s sad to think that one of the most pioneering things a woman in the 1940s could do actually WAS to cook less fashionable cuts of meat for her family.

  6. #6: That and enter the workforce en masse for the first time and demonstrate that they can build bombers and stuff.

    But yeah, mostly the meat fashion thing.

  7. “My childhood was typical, summers in Rangoon, luge lessons. In the spring we’d make meat helmets. When I was insolent I was placed in a burlap bag and beaten with reeds, pretty standard really.”

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